We Build This City

Singapore celebrates its 50th birthday this weekend. Needless to say, many brands have jumped on the bandwagon to leverage the nation’s significant milestone with their SG50-related marketing campaigns. This is not unusual; we see the likes happening everywhere else on occasions or events the likes of Cyber Monday, Superbowl, Ramadan, etc. However, doing something generic and linking it loosely to the occasion – in this case SG50 – doesn’t do much for marketing. In… Read More

The Age of Authenticity

I’m not going to pretend to be a political commentator or an election expert. However, I do find it interesting what seems to be happening in politics on a global scale, and it reminds me of what is happening in branding. In politics, we are seeing a rise of candidates whose only contribution is being perceived as “real” or authentic if you will. Donald Trump is at the moment the front runner… Read More

F